Discover how 1910 Genetics established a compelling branding  and visual identity, reflecting their innovative approach to AI-driven drug discovery.

1910 Genetics is focused on developing AI-driven computational platforms, named ROSALYND and ELVIS, to speed up the creation of new drugs and protein therapeutics. Their mission involves finding new molecules within existing biological systems that could have therapeutic uses. The company combines molecular biology expertise with complex systems knowledge, using AI, big data, and structural biology to find potential drugs for previously untreatable diseases.

The challenge was to rebrand 1910 Genetics, creating a new identity and narrative around their core values. The goal was to portray the company as both strong and deeply passionate, while also conveying its position as a future leader in biotech pharmaceuticals. The branding needed to accurately represent their technology through unique visual expression.

The design process involved retaining some legacy elements. Burgundy red, a color representing the pain of disease, was kept. The number 9, symbolizing a DNA helix, was also incorporated, along with a pattern resembling a genome sequence visualization.

The art direction focused on distinguishing 1910 Genetics from typical pharmaceutical aesthetics. The aim was to create a brand image that was immediately recognizable, yet maintained a sophisticated elegance that aligned with their technology.

The final design achieved a clear tone, conveying a soft, sophisticated aesthetic. The brand's previous recognition was maintained through legacy elements like the DNA sequence mapping pattern, while elevating the brand to represent a premium technology company.

Typography is a key element of 1910 Genetics' new identity, complemented by a color palette that adds a "human" element. The new colors offer warmth with softer tones, and clarity and impact with natural colors, including a more assertive red. Paired with elegant serif typography, these elements distinguish 1910 Genetics from corporate monotony, balancing a sophisticated look with a clear message.

Since launching their new brand and website in late 2020, 1910 Genetics has expanded its presence, secured multiple funding rounds, significantly increased its team size, and opened its first research facility in Boston, Massachusetts.

Link to the design studio: https://www.fiftyseven.co/case/1910-genetics

Branding and visual identity artifacts